• by November 16, 2000

As the Myers Report rightly put it this morning, "Physicists continue to debate the limits of the known universe, but there appears to be no physical boundaries in sight for the media universe."

Based on the October numbers from Nielsen//NetRatings, Internet penetration continues to rise, with 54% of the U.S. population having access to the Web from home. Internet access peaked in October 2000 with nearly 150 million people having access, a 32% increase over the same time last year. Moreover, October web surfers spent 23% more time online than last year, and web usage, for the first time, has crossed the 10-hour mark.

According to the report, Internet users at home surfed an average of 10 hours and 4 minutes in October 2000, compared to 8 hours and 13 minutes in October 1999. Also, page views per month also grew substantially over the past year. Last month, users viewed 720 pages per month, jumping 37%, compared to only 524 pages visited in October of 1999. Sites continued to offer broader and richer content, compelling surfers to spend more time and visit more pages at a site, the report says. "As Internet content expands, sites are attracting and keeping surfers' attention longer through value-added services like free email, chat, and mobile messaging," said Allen Weiner, VP of analytical services at NetRatings. "Even as people are spending more time online, they are predominantly visiting sites that provide a one-stop-shop for all of their needs."